PROJECT
Vero Moda
Category:
Accessories & Outwear Design
Location:
Beijing, China
Project Overview
Developing trend-driven, commercially viable accessories and leather outerwear that reflect contemporary femininity for a fast-fashion brand targeting the Asian market. The work focused on creating cohesive seasonal drops, blending statement details with wearable staples. Collaborating closely with the creative director and merchandising teams, the process integrated trend research, range planning, and supplier sourcing to ensure each collection balanced market trends, retail appeal, and production feasibility.
Scope of Work
Concept & Direction: Coordinated market research through store checks, trade shows, and factory visits across Beijing, Hong Kong, Seoul, and Tokyo. Developed a cohesive visual language through trend mapping, material research, and color development. Accessories explored sculptural, industrial-inspired forms, bold hardware, and metallic accents. Outerwear emphasized timeless silhouettes in premium lamb nappa and suede, enhanced with signature details such as braided trims, tassels, ribbed inserts, and geometric cutlines.
Product Design: Balanced playful highlights with versatile staples, including wedge sandals, athleisure sneakers, and knitted ankle boots. Handbags, eyewear, and jewelry carried unifying visual cues, while outerwear refreshed classic shapes seasonally with distinctive details to maintain relevance and retail impact.
Development & Production Handover: Translated concepts into technical drawings, supplier briefs, and prototypes. Collaborated closely with merchandising teams to ensure fit and manufacturability while preserving design intent. Iterative testing and material selection allowed elevated details to coexist with commercial requirements. Managed fitting of prototype samples with the technical teams, pre-production sample approval, and PLM data entry.
Cross-Functional Collaboration & Team Leadership: Worked directly with creative director, buying and retail, and visual merchandising teams to align collections with business goals and delivery timelines. Led a team of two junior designers, providing mentorship, task management, and feedback to ensure deadlines and goals were consistently met.
Outcome
The collections successfully combined contemporary femininity with commercial execution, balancing statement details with wearable essentials across categories. Trend-informed design, thoughtful material choices, and signature detailing produced market-ready assortments with strong visual impact, shelf appeal, and consistent brand expression. Close collaboration with cross-functional teams ensured efficient delivery and alignment with retail goals, supporting seven seasonal collections per year for the Asian market.
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